Lithuania launches €300,000 campaign to boost confidence in family planning

The Lithuanian Social Security and Labour Ministry (SADM) will allocate up to €300,000 over three years for a communication campaign aimed at strengthening public confidence in starting families, state news agency ELTA reports.

The initiative, part of broader family policy measures tied to the government’s declaration of 2027–2028 as the “Years of the Family,” seeks to encourage childbirth by addressing doubts, dispelling myths, and providing up-to-date information on state support. “This campaign is one of the family policy initiatives planned by SADM, designed to help families feel more confident in deciding to have children,” ministry representatives stated.

The campaign will employ at least four communication channels, including digital media (social networks, video platforms, news portals), traditional media (television, radio, print), public events, outdoor advertising, and partnerships with organisations. Core messages will focus on reinforcing trust in family planning, reducing fears and misconceptions, promoting awareness of state assistance, and sharing real-life family experiences.

Funding will be split into two phases: up to €200,000 over 24 months for the first stage, followed by a potential second phase of up to €100,000 over 12 months, contingent on the initial results. “The second phase will only proceed if demand for services persists, the campaign demonstrates continuity, and the first phase meets quality and effectiveness requirements,” the ministry clarified.

A public procurement process is underway to select a vendor, with details on participants and the winner to be disclosed once the tender concludes. The campaign is expected to launch within four months of the contract’s signing.

Last week, eight ministries unveiled family policy measures aimed at tackling Lithuania’s demographic crisis, aligning with the government’s two-year focus on family support.